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A&E AUGUST 2018 • a-e-mag.com 47
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Spend a few minutes in the car, qui-
etly focused at your desk, or in a waiting
room on your cell phone (with headphones
of course) listening to these three TED
Talks (that range from three minutes and
24 seconds to six minutes long) that can
help give you a bit more insight on ways
to approach putting branding into place,
where it can matter, and opportunities
that could be lost if not for just a little
bit of thought to showing your brand
consistently in various ways: www.igina.
net/3-branding-ted-talks-stand-out.
BRAND APPLICATION
Branding can be applied to a range of
products visually to support and commu-
nicate your message. If you have a brick-
and-mortar store, some different ways to
build your brand include exterior and inte-
rior signage as well as the shirts or name
badges that employees wear. If you have a
dye-sublimation business, you can press
these yourself in addition to a license plate
for your car.
The bags that customers leave with are
walking billboards; any gift wrapping you
offer can also be branded — these can be
done in an aesthetically pleasing way and
at a lower cost with a stamp on the bag or
a sticker instead of spending money on
branded ribbon. Whether you have a brick-
and-mortar store or not, if you ship boxes,
apply the sticker or stamp to them, or order
branded boxes. Brand your receipts and
invoices as well as this is outbound commu-
nication that cements your brand in little
ways. This gives a professional appearance
and consistently represents your business,
which speaks volumes to people.
Now, with a company name, start brain-
storming a tagline. Do you need one? If so,
then write a short, concise, and meaningful
statement that captures your brand. Write
out single words associated with your brand
(from the questions you've answered) and go
from there to put the right words together.
In the next piece in this series on
branding, we'll talk more about the visual
and emotional side of branding including
logos, software, online templates, and tools.
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